CMOs are accustomed to keeping pace with the latest developments, but the COVID-19 pandemic is a continually evolving crisis, unlike any other that marketers have had to contend with, in recent memory. As a contemporary marketer dealing with this challenge, you need to focus on the ‘what, where and how’, while being open to surprises.
So, how exactly do you become proactive in the face of such an unprecedented event? Let’s begin by considering your KPIs. Typically, they enable you to quantify email subscribers, engagement rates, traffic etc. – helping to steer your marketing efforts. But are these legacy parameters a valid measure of your efficacy, during this pandemic?
In the midst of a
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